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C. Instrument Development
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| bet | 14/17 | | Sana | 24.03.2017 | | Hajmi | 0.62 Mb. | | #1948 |
C. Instrument Development
A questionnaire was designed based on the research model (Figure 3). Respondents answered questions based on a five-point Likert-type scale ranging from “strongly disagree” (=1) to “strongly agree” (=5). This study’s trust measure combines trust in the bank itself, the bank’s services, and the bank’s tellers together so that the concept of offline trust is not limited to a single object. (See Table 2 for items.) The first item reflects the honesty/integrity of the offline bank and the second item reflects the bank’s benevolence, in terms of how the bank’s services meet the consumer’s needs [25]. The third item reflects general trustworthiness [84]. Thus, our measures cover two of the three most commonly researched aspects of trust, benevolence and honesty/integrity, while not covering competence, the third aspect [67, 71].
Flow is measured by the most applicable online aspects of the flow concept: consumer enjoyment, concentration/attention, and perceived control [37, 55]. These are key aspects of flow and follow the theory base on which the hypotheses were developed. They form a unity in terms of being closely related to the psychological aspects of flow.
Customers who use the Internet for financial transactions have been known to feel threatened by potential online risks [13, 86], such as possible loss of personal property or identity. In light of the general information available about security for Internet-based financial transactions, we adapted three structural assurance items from [71] to measure perceived safety in the vendor’s bank in the midst of perceived online banking risks.
Several factors determining website satisfaction have been identified, including web design [62], content [85], user interface [94], navigation and information structure [69]. This study adopts three measures representing online banking website satisfaction: information quality, system quality, and overall satisfaction with a website (as noted in [69]). This study measures perceived extent of use based on the items in [23]. Among them, two seem most relevant to perceived extent of use of online banking – intention to reuse, and frequency of use – in order to apply to an online banking case (see Table 2).
The instruments were translated from English into Korean by bi-lingual (Korean and English) authors. To assure the translation was correct, the authors had 10 MIS doctoral students review the translated instruments and suggest adjustments for subtle nuances in Korean expression. Then, to obtain further translation equivalence, the authors compared the Korean-translated instruments with the same instruments published in Korean in a top-tier South Korean journal, to assure they would convey the original English meaning of the instruments precisely. Translation equivalence from English to Korean language was in this way accomplished in line with other cross-cultural research [77].
D. Pretest
To test the psychometric properties of the constructs [97], a questionnaire pretest was given to 68 graduate students enrolled in classes administered by the study authors. The respondents were volunteers and were not told the study’s objective. Respondents were asked to visit their bank’s website to gauge the convenience and services it offered. The convergent validity and unidimensionality of each construct was verified using a principal component factor analysis for factors with eigenvalues above 1, using a varimax rotation. Each item loaded on the intended construct and each Cronbach’s alpha exceeded 0.80. The highest cross-loadings were in the 0.4 range. Since the exploratory factor analysis results appear acceptable for a pretest, we decided to use these measurements (Table 2).
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